Rhetoric and Persuasion

Logos• Logos is a type of appeal that

depends on rational logic. To be clear, any time something just

makes sense, it is appealing to logic. Effective because: Facts, statistics, and

similar information makes an argument believable.

Examples: • A Snickers bar has 280 calories and 30 grams of

sugar. That’s not a very healthy food for breakfast.

• When the temperature is below freezing, you should wear warm clothes.

Pathos• Pathos is a type of appeal that utilizes (or

plays upon) the emotions of the audience or listener. • Effective because: When something makes us angry, sad, or happy, we are more likely to “get on board”.

• Proper use of pathos should rely on not only words but also images, sounds, etc.

• Example: ASPCA

Ethos• Ethos is an appeal based on justice or

ethics.• Credibility is based on trust for an

authority.• Effective because: We are more likely to be persuaded when we trust the speaker, believe the person to be credible, and/or that person is in a position of authority.

Example: As your doctor,

I believe it is extremely important that you

stop eating junk food and

begin exercising daily.

T-A-P• Topic: The main focus of the piece

• What is the main idea?• Audience: The receiver(s) of information

• Who is being targeted?• Purpose: The intention of the author

• Why did the author create it?

WHEN ANALYZING TEXTS CONSIDER….

1.The intended audience of the ad, speech, etc.

2. Rhetoric techniques applied and their effects on the audience.

3. The behavior or belief that the rhetoric attempts to achieve.

The caption: “In this business, you’ve got to be decisive. So I choose milk. Some studies suggest that teens who choose milk instead of sugary drinks tend to be leaner, and the protein helps build muscle. So eat right, exercise and drink 3 glasses of lowfat or fat-free milk a day. Always music to my ears.”

“Super. That’s how milk makes you feel. The calcium helps bones grow strong, so even if you’re not from Krypton you can have bones of steel.”

Assessment #1 (1 for practice; 1 to turn in)Look at the text given and answer the following questions:1. Who is the author/speaker? For what is he/she known?2. What is the main idea, or topic, of the text? 3. What is the time period? How do the events of the time influence the text and the speaker?4. Who is the intended audience?5. What is the author’s point of view on the topic? What is he/she trying to get the audience to do or believe?6. What persuasive strategies does the author use? (Logos, Ethos, Pathos) How do you know?7. How does the author organize the text? (most important to least important, chronologically, etc.) How does this organization help the argument/persuasion?

Sunday should be for family, not liquor sales

Throughout my years, I've been fortunate to spend Sundays with my family. Our Sunday dinners were referred to as "The Family Ritual." I'm happy to say it is still the case with the extended families, although diminishing to some extent.

As the president of Apollo Liquor, I can report that our employees also have enjoyed the same privileges. Their performance, loyalty and success of our business may have something to do with their having Sundays off.

Would our business improve that much by opening one more day? Would the extra tax revenue be worth it? How long would the Apollo Liquor store be the only one closed on Sunday?

In my opinion, some of our social problems may be symptomatic of not having enough family time. Ideally, but not realistically, Americans should have a chance for one day with their families because Americans are the hardest working people in the world.

Europeans enjoy long weekends by business being closed, except in tourist areas. Nick Kolas